Fashion Merchandising Plan – Sted

Sted “Some Kind of Somewhere” Fall 2013 Outerwear Collection

Table of Contents 1) The Brand !

1 2) The Inspiration !

2 3) The Customer !

3-7 4) Style Numbering System !

8-9 5) Line Sheet !

10 6) Costing Sheets !

11-20 7) Selling Concepts !

21-22 8) Merchandising Calendar !

23 9) Introductory Phase !

24 10) Maintenance Phase !

25 11) Closing Out Phase !

26 12) Fixture List !

27 13) Key Code Sheets !

28-30 14) Unit Distribution Form !

31 15) Invoice !

32 16) SWOT Analysis !

33 17) Marketing Overview !

34 18) Marketing Budget !

35 19) Event Timeline !

36-37 20) Press Kit Contents !

38-43 21) Sources !

44 22) Presentation Slides !

45-48

About STED Our World Sted stands for our inspiration philosophy. The Norwegian translation of ‘somewhere’ is part of this ongoing concept that our inspiration and design comes from all places unknown. We study not only the fashion of the world, but the surroundings, taking into consideration the architecture, feeling and mood of the land that people walk on. The overall inspiration for each collection is formed from a multitude of places that come together to create a new world -- an unknown “somewhere” where a look and lifestyle is formed, created and grown.

Our Mission Sted takes great pride in creating exceptionally high quality cashmere and cashmereblend jackets and coats for men. Our clients are always top priority and we aim to always give the the best customer service whether it be by repairs or sizing a client for a specific fit or cut. Since our founding in 2010, we have been proud to carry a full line of outerwear from airy spring jackets to long, structured winter topcoats and have created a strong client base that knows we are here for them as much as they are here for us.

Our Collection The fall 2013 collection, entitled “Some Kind of Somewhere” takes direct inspiration from Julian Carot’s film for the song “Springed Dodge” by Principles of Geometry. Earth tones, clean lines and subtle differences in texture are what drives the collection. Similar to Carot’s film, the collection attempts to find grace in a place where there only seems to be disturbance.

1

2

CUSTOMER PROFILE Male, 35-50, Entrepreneur, Trendy Clothing, Not At All Price Conscious GEOGRAPHIC: Region: East City Size: 8.2 Million Population Density: Urban Climate: Seasonal DEMOGRAPHIC: Age: 35-50 Sex: Male Household Size: 1-2 Income: $150,000+ Education: College Graduate, Some College Occupation: Entrepreneur, Business Ethnic Background: European SOCIOCULTURAL: Culture: American !

Religion: Spiritual, Agnostic National Origin: Italian, English, Spanish Race: Caucasian/White Social Class: Upper-class Marital Status: Single, Dating, Married Psychographics: Achievers AFFECTIVE/COGNITIVE: Degree of Knowledge: Expert Benefits Sought: Prestige Attitude: Positive, Aggressive BEHAVIORAL: Brand Loyalty: Partially Divided Store Loyalty: Divided Usage Rate: Medium User Status: Current User Payment Method: Credit Card Media Usage: Internet, Social Media Usage Situation: Work, Home

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Sven Von Volkmann Stats • 39 • Wears a size L (40” Chest) • 5’11” • Size 10.5 shoe • Brown hair • Blue eyes • German • Bilingual Positive Qualities • Always a loyal friend.

• Extremely hard worker.

• Thick-skinned.

• Stays calm in times of high stress.

• Thinks things through Negative Qualities • Generally not great at commitment, otherwise usually “not looking” for one.

• Strong, forward personality -- sometimes too strong.

• Hates showing weakness (sadness, fear, etc.).

Growing Up • Born and raised in NYC. • Went to private schools.

• Moderately popular.

• A little bit of a bro in college.

• Skipped out on graduate school to start working.

• Parents were not the most wealthy people, but made a decent living. They worked hard to keep him in private schools.

• Didn’t play many sports as a kid -- soccer and some tennis and lacrosse here and there to stay active.

Current Life • Gets up no later than 10am each day, or whenever his dogs wake him up.

• Works out 3-4 times a week, give or take a day.

• Has a BrandYourself account to market himself.

• Owns two pugs named Charlie (girl) and Duke (boy).

• Is part of a “cult” called Apple users.

• Votes left.

• Enjoys making connections at parties until people start slurring the word “hey”.

• Wants to be married by 50.

Other Life Facts

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• • • • •

Watches the Victoria’s Secret Fashion Show.

Watches Netflix more than actual TV Has an iPhone charger in almost every room of his condo.

Loves a clean, organized home, but hates the feeling of cold, modern luxury.

Wants to work until he can’t. If he can’t go out to work when he’s old, he’ll work from home.

Free Time • Enjoys time with friends drinking different wines and relaxing.

• Walking his two dogs through central park and other locations in the city.

• Coffee/lunch dates with old/current/new friends Home Life • Lives in the Upper East Side of Manhattan.

• Owns a 2.495M dollar condo in Lenox Hill.

• Likes, simplicity, clean lines and practical organization.

• Currently dating, getting closer to a serious relationship.

Work Life • Currently owns a luxury real estate business with a long time friend & business partner.

• Currently owns The Volkmann House, a company that sells modern luxury home furnishings and housewares.

• Used to be a real estate entrepreneur (house flipper).

• Started a real estate/interior design company that is now run by a long-time friend and business partner.

• Always on the go.

• Has a dog watcher/walker on standby if he’ll be gone for a while.

• Attends parties to make connections, but leaves once people start to slur the word “hey”.

Likes • Dogs • Pools/Jacuzzis • Ice cream: Vanilla to be exact Dislikes • Any animal that’s not a dog or can’t be worn or eaten • Sorbet Quotes • Working hard to look good is almost as important as working hard to make a living.

• You not only have to market your businesses and ideas, but you have to market yourself as a human being -- a thinker, a doer, and a problem solver.

• I'd rather have less money and be financially sound than have lots of money and not know how to handle it or where it's going.

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• • • • • • • • • •

It all starts with a simple idea.

If its hand-made, it's amazing...Unless it's not.

Good design and good quality are two separate things.

I don't really keep up with the latest fashion trends through magazines and such. The associate helping me should know them all.

I have two kids, 3 and 4 years old. Their favorite toys are bones and squishy cats.

“Gucci, Gucci, Louis, Louis, Fendi, Fendi, Prada. Them basic b****** wear that s***, so I don’t even botha.” This song is stupid, but it describes sense of style, I guess.

If it’s not innovative, new, or straightforward, it’s not a good idea.

If you’re gonna do something halfway, don’t f****** do it!

I can retire any day I want...the thing is, I don’t want to.

Work is what keeps me going sometimes.

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A Day In The Life !

Sven Von Volkmann is a 39 year old former real estate entrepreneur and currently the CEO of his now 8 year old company, The Volkmann House, a brand of functional and innovative luxury furniture and housewares. His previous company, Volkmann-Meijer, a real estate and interior design firm is now run by his long-time friend and business partner out in California. Sven currently lives in a 2.495 million dollar home in Manhattan’s Upper East Side with his two pugs, Charlie and Duke. His home is furnished with mainly products that he designed and believes that if someone wouldn’t use a product that they want others to use, then it shouldn’t be sold, let alone exist. He take great pride in the name he’s built for himself and enjoys nearly every minute of it. !

Sven enjoys looking good and hates the basic uniform of a light blue button down shirt and a pair of khakis that too many entrepreneurs are caught wearing. His fall wardrobe, like every other fashionable New Yorker’s, consists of black, black and more black. Though he does add quite a bit of color into the mix with muted maroons, bold blues, pale yellows and greens as well as subtle prints and a lot of different textures to keep his wardrobe alive. He keeps his closet extremely organized like the rest of his home. Everything has a place. Slim fit button downs in one spot, henleys in another -everything stays easily organized from casual clothing, to business to night. It doesn’t take him long to choose an outfit due to the fact that he always buys pieces that will stay relevant from year to year. He likes the classic styles, but with added details like stylized buttons or seaming to keep things modern and up to date. !

Sven spends most of his mornings by himself or with his dogs. He works out 3-4 times a week and tries hard to stay fit and healthy and not let the stress of his endeavors throw him over the edge. He’s currently single and even though he doesn’t have a significant other to come home to each night, he sees himself not as lonely, but just waiting for the right person to come along that understands how much it takes to be with an entrepreneur. Week days are usually spend on the go running his company. He seems to always be on his iPhone checking his email for work or Twitter -- not only to post personal and professional tweets, but also to stay easily updated on what’s going on in the world. !

He uses his company as another form of himself. He doesn’t like to hide behind his company and takes full advantage of promoting himself as a business owner and entrepreneur. He feels that it’s important to market yourself just as you would your company. His offices are located within walking distance on the corner of 67th and Madison so he can easily get to and from work whenever he needs to. He has a tight knit immediate staff of 13 that work on all different aspects of the company and under them are smaller teams of people. He runs his company as if all his employees were family. !

Sven’s nights are either spent out at a quiet bar with friends or at home with his dogs. He really enjoys his quality time alone because the rest of his time is spent with other people and things can get very stressful when trying to juggle multiple jobs as well as keep a decent social life. He’s not one to go out often and when he does, he’d rather go to a calm, relaxing bar than a loud night club.

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CATEGORIES Jackets 1) Single Breasted • Short • Sand • Tweed/Cashmere • XS, S, M, L, XL

7) Concealed Closure • Long • Black • Cashmere/Acrylic Blend • 34, 36, 38, 40, 42

2) Double Breasted • Short • Black, Umber • Cashmere/Acrylic Blend • 34, 36, 38, 40, 42

Topcoats 8) Concealed Closure • Short • Umber, Black • Cashmere/Acrylic Blend • XS, S, M, L, XL

3) Concealed Closure • Short • Brown • Cashmere Blend/Acrylic Blend • 34, 36, 38, 40, 42 Pea Coats 4) Double Breasted • Short • Black • Cashmere • 34, 36, 38, 40, 42

9) Concealed Closure • Mid Length • Black • Cashmere • XS, S, M, L, XL 10) Concealed Closure • Long • Black, Cream • Cashmere • XS, S, M, L, XL

5) Double Breasted • Mid Length • Cream, Black • Herringbone/Tweed • 34, 36, 38, 40, 42 Trench Coats 6) Single Breasted • Long • Cream, Umber • Cashmere • 34, 36, 38, 40, 42

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STYLE NUMBERING SYSTEM Year 3!

2013

8!

9!

0!

38 40 42

SAMPLE STYLE NUMBERS Season C! Fall Class 1!

2!

3!

4!

Jackets Pea Coats Trench Coats Topcoats

Sub Class: Closure 1!

Single Breasted 2!

Double Breasted 3!

Concealed Closure Sub Class: Length 1!

Short 2!

Mid-Length 3!

Long Colors 1!

Black 2!

Umber 3!

Brown 4!

Cream 5!

Sand

1) !

3C111523

2) !

3C121139

3) !

3C131349

4) !

3C221119

5) !

3C222459

6) !

3C313419

7) !

3C333139

8) !

3C431233

9) !

3C432113

10)!

3C433113

Fabrication 1!

Cashmere 2!

Tweed/Cashmere 3!

Cashmere/Acrylic Blend 4!

Cashmere Blend/Acrylic Blend 5!

Herringbone/Tweed!

Size 1!

2!

3!

4!

5!

6!

7!

Extra Small Small Medium Large Extra Large 34 36

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Name: Sted

Wilhelm Jacket: SB, Short Style #3C111523 $493.40 -- $995 Colors: Sand

Lindbjerg Pea Coat: DB, Short Style #3C221119 $572.65 -- $1195 Colors: Black

Gunnbjørn Topcoat: CC, Short Style #3C431233 $526.70 -- $1095 Colors: Umber, Black

Collection: “Some Kind of Somewhere”

Season: Fall 2013

Igman Jacket: DB, Short Style #3C121139 $557.60 -- $1145 Colors: Black, Umber

Halland Pea Coat: DB, Short Style #3C222459 $687.02 -- $1395 Colors: Cream, Black

Everest Trench: DB, Long Style #3C313419 $876.60 -- $1795 Colors: Cream, Umber

Damavand Topcoat: CC, Mid-Length Style #3C432113 $783.40 -- $1595 Colors: Black

Delivery: 7/30

Forbes Jacket: CC, Short Style #3C131349 $411.90 -- $845 Colors: Brown

Pirin Trench: CC, Long Style #3C333139 $781.70 -- $1595 Colors: Black

Gotland Topcoat: CC, Long Style #3C433113 $941.80 -- $1895 Colors: Black, Cream

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COST DEVELOPMENT DATE: _________ NAME:

October 5, 2012 _________ Wilhelm Jacket

STYLE #:

3C111523

SEASON:

Fall

DESCRIPTION: : SIZE RANGE:

Jacket: Single-breasted, short

WHOLESALE PRICE:

$493.40

XS-XL

RETAIL PRICE:

$995.00

1.

MATERIAL

FW25418C 63” FW25414C 54”

COLORS: Sand YARDS

Cashmere (tweed) Cashmere

PRICE

AMOUNT

2

$70.00

$140.00

0.33

$80.00

$26.40

2

$6.00

$12.00

LINING

FR25537C 49”

Rayon

TOTAL MATERIAL COST 2. TRIMMINGS

$178.40 QUANT.

PRICE

AMOUNT

BUTTONS

4464 36L/23MM Horn BELTS LABELS FUSING INTERFACING

FP8435 62”

Osnaburg (Cott./Poly) 0.4 yd

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING

TOTAL LABOR COST

3. TOTAL COST

4

$2.50

$10.00

10 10

$0.10 $0.05

$1.00 $0.50

$7.00

$2.80

$14.30 AMOUNT $12.50 $24.00 $6.00 $7.50 $4.00

$54.00

$246.70

DETAILS: Single-breasted Four-button closure 2 single-welt pockets 4 front panels Contrast shawl collar Hits at hips

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COST DEVELOPMENT DATE: _________ NAME:

October 5, 2012 _________ Igman Jacket

STYLE #:

3C121139

SEASON:

Fall

DESCRIPTION: : SIZE RANGE:

Pea Coat: Double-breasted, short

WHOLESALE PRICE:

34”-42” Chest

RETAIL PRICE:

1.

MATERIAL

COLORS: Black/Motif YARDS

FW25379C 62”

Cashmere

300752 55”

Acrylic/Nylon/Poly

PRICE

$557.60 $1,145.00

AMOUNT

2

$80.00

$160.00

0.33

$50.00

$16.50

2

$18.00

$36.00

LINING

FP26405C 53”

Polyester

TOTAL MATERIAL COST 2. TRIMMINGS

$212.50 QUANT.

PRICE

AMOUNT

BUTTONS

4775 36L/23MM Horn BELTS LABELS FUSING INTERFACING

FP8435 62”

Osnaburg (Cott./Poly) .4 yd.

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING

TOTAL LABOR COST

3. TOTAL COST

4

$2.00

$8.00

10 10

$0.10 $0.05

$1.00 $0.50

$7.00

$2.80

$12.30 AMOUNT $12.50 $24.00 $6.00 $7.50 $4.00

$54.00

$278.80

DETAILS: Four front/four back panels Contrast shawl collar Hits at hips

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COST DEVELOPMENT DATE: _________ NAME:

October 5, 2012 _________ Forbes Jacket

STYLE #:

3C131349

SEASON:

Fall

DESCRIPTION: : SIZE RANGE:

Jacket: Concealed closure, short

WHOLESALE PRICE:

$411.90

XS-XL

RETAIL PRICE:

$845.00

1.

MATERIAL

FW23930C 60” 300752 55” FW22233C 60”

COLORS: Dk Brown/Motif YARDS

PRICE

AMOUNT

Cash./Wool/Mink

1.25

$50.00

$100.00

Acrylic/Nylon/Poly

0.75

50

37.5

0.125

$14.00

$1.75

2

$6.00

$12.00

Cotton/Wool (ribbed)

LINING

FR25540C 49”

Rayon

TOTAL MATERIAL COST 2. TRIMMINGS

$151.25 QUANT.

PRICE

AMOUNT

BUTTONS BELTS ZIPPERS

14668 1 1/8” REG24-864 24”

Zipper Pull (metal)

1

$1.50

$1.50

Zipper

1 9 9

$1.50 0.10 $0.05

$1.50 0.90 $0.45

$7.00

$1.75

LABELS FUSING INTERFACING

FP8435 62”

Osnaburg (Cott./Poly) .25 yd

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING

TOTAL LABOR COST

3. TOTAL COST DETAILS:

$6.10 AMOUNT $11.25 $21.60 $5.40 $6.75 $3.60

$48.60

$205.95 MATERIAL SWATCH

Zip closure exposed at neck Contrast front w/4 front panels 3 contrast single-welt pockets Ribbed funnel collar Hits at hips

13

COST DEVELOPMENT DATE: _________ NAME:

October 5, 2012 _________ Lindbjerg Pea Coat

STYLE #:

3C221119

SEASON:

Fall

DESCRIPTION: : SIZE RANGE:

Pea Coat: Double-breasted, short

WHOLESALE PRICE:

34-42” Chest

RETAIL PRICE:

1.

MATERIAL

FW25502C 62” FW22233C 60”

COLORS: Black YARDS

Cashmere Cotton/Wool (ribbed)

PRICE

$572.65 $1,195.00

AMOUNT

2

$80.00

$160.00

0.125

$14.00

$1.75

2

$18.00

$36.00

LINING

FP26405C 53”

Polyester

TOTAL MATERIAL COST 2. TRIMMINGS

27178 3/4”

$197.75 QUANT.

Leather Piping

PRICE

3.5 yd.

AMOUNT

$1.95

$6.83

8

$2.25

$18.00

2

$1.25

$2.50

1

$1.50

$1.50

1 10 10

$0.75 $0.10 $0.05

$0.75 $1.00 $0.50

$7.00

$3.50

BUTTONS

4209 36L/23MM Horn 4207 24L/15MM Horn (sleeves) BELTS ZIPPERS

14668 1 1/8” REG9-580 9”e

Zipper Pull (metal) Zipper

LABELS FUSING INTERFACING

FP8435 62”

Onasburn (Cott./Poly) .5 yd

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING TOTAL LABOR COST

3. TOTAL COST DETAILS:

$34.58 AMOUNT $12.50 $24.00 $6.00 $7.50 $4.00 $54.00

$286.33 MATERIAL SWATCH

Center-back seam 2 double-welt pockets single-button straps to sleeves Contrast trim Peaked lapel Contrast ribbed funnel collar w/zip Hits at hips

14

COST DEVELOPMENT DATE: _________ NAME:

October 5, 2012 _________ Halland Pea Coat

STYLE #:

3C313419

SEASON:

Fall

DESCRIPTION: : SIZE RANGE:

Pea Coat: Double-breasted, mid-length

WHOLESALE PRICE:

34-42” Chest

RETAIL PRICE:

1.

MATERIAL

FW25439C 57” FW25418C 63”

COLORS: Cream/Brown YARDS

PRICE

$687.02 $1,395.00

AMOUNT

Cashmere

2

$70.00

$140.00

Cashmere: Tweed

1

$70.00

$70.00

Rayon

3

$6.00

$18.00

LINING

FR25556C 49”

TOTAL MATERIAL COST 2. TRIMMINGS

FW25414C 54”

$228.00 QUANT.

Cashmere

0.33 yd

PRICE

AMOUNT

$80.00

$26.40

10

$0.85

$8.50

12 12

$0.10 $0.05

$1.20 $0.60

$7.00

$5.25

BUTTONS

5567 36L/23MM Antique Leather BELTS LABELS FUSING INTERFACING

FP8435 62”

Osnaburg (Cott./Poly) .75 yd

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING

TOTAL LABOR COST

3. TOTAL COST

$41.95 AMOUNT $18.00 $33.60 $8.16 $9.00 $4.80

$73.56

$343.51

DETAILS: 4 front/back panels Contrast center panels 2 single-welt pockets w/contrast trim Stylized peaked lapel Hits at mid thigh

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COST DEVELOPMENT DATE: _________ NAME:

October 5, 2012 _________ Everest Trench

STYLE #:

3C313719

SEASON:

Fall

DESCRIPTION: : SIZE RANGE:

Trench Coat: Single-breasted, long

WHOLESALE PRICE:

34-42” Chest

RETAIL PRICE:

1.

MATERIAL

FW25465C 58” FW23925C 60”

COLORS: Cream YARDS

Cashmere Cashmere (trim)

PRICE

$876.60 $1,795.00

AMOUNT

3.5

$80.00

$280.00

0.33

$50.00

$16.50

3.5

$6.00

$21.00

LINING

FR25556C 49”

Rayon

TOTAL MATERIAL COST 2. TRIMMINGS

$317.50 QUANT.

PRICE

AMOUNT

BUTTONS

5790 36L/23MM Horn 5788 24L/15MM Horn

4

$2.00

$8.00

2

$1.50

$3.00

BELTS

FW25465C 58” FW23925C 60”

Cashmere

0.125 yd

$80.00

$10.00

Cashmere (trim)

0.125 yd

$50.00

$6.25

$4.95 $0.10 $0.05

$4.95 $1.10 $0.55

$7.00

$10.50

BUCKLES

9291 2”

Iron

LABELS FUSING INTERFACING

FP8435 62”

Osnaburg (Cott./Poly) 1.5 yd

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING

TOTAL LABOR COST

3. TOTAL COST

1 11 11

$44.35 AMOUNT $19.25 $35.75 $8.80 $8.25 $4.40

$76.45

$438.30

DETAILS: 4 paneled front Contrast piping Center-back seam Belted waist w/contrast trim 2 single-welt pockets Hits at knee Single-welt pocket to inner left chest Single-button straps to sleeves w/contrast trim Peaked lapel w/shawl collar detail

16

COST DEVELOPMENT DATE: _________ NAME:

October 5, 2012 _________ Pirin Trench

STYLE #:

3C333139

SEASON:

Fall

DESCRIPTION: : SIZE RANGE:

Trench Coat: Concealed closure, long

WHOLESALE PRICE:

34-42” Chest

RETAIL PRICE:

1.

MATERIAL

FW25379C 62” 300752 55”

COLORS: Black/Motif YARDS

PRICE

$781.70 $1,595.00

AMOUNT

Cashmere

1.75

$80.00

$140.00

Acrylic/Nylon/Wool

1.75

$50.00

$87.50

3.5

$18.00

$63.00

LINING

FP26405C 53”

Polyester

TOTAL MATERIAL COST 2. TRIMMINGS

$290.50 QUANT.

PRICE

AMOUNT

BUTTONS

6684 36L/23MM Horn

4

$2.00

$8.00

$80.00

$10.00

$2.50 $0.10 $0.05

$2.50 $1.10 $0.55

$7.00

$1.75

BELTS

FW25379C 62”

Cashmere

0.125 yd

BUCKLES

5479 2”

Leather

LABELS FUSING INTERFACING

FP8435 62”

Osnaburg (Cott./Poly) 0.25 yd

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING

TOTAL LABOR COST

3. TOTAL COST DETAILS:

1 11 11

$23.90 AMOUNT $19.25 $35.75 $8.80 $8.25 $4.40

$76.45

$390.85 MATERIAL SWATCH

Concealed 4-button closure 4-paneled front & black w/contrast center panels Center-back seam 2 inseam front pockets 2 single-welt pockets Peaked lapel Belted waist Hits at knee

17

COST DEVELOPMENT DATE: _________ NAME:

October 5, 2012 _________ Gunnbjørn Topcoat

STYLE #:

3C431233

SEASON:

Fall

DESCRIPTION: : SIZE RANGE:

Topcoat: Concealed closure, short

WHOLESALE PRICE:

34-44” Chest

RETAIL PRICE:

1.

MATERIAL

FW23958C 60” 300752 55”

COLORS: Brown/Motif YARDS

PRICE

$526.70 $1,095.00

AMOUNT

Cashmere

1.25

$90.00

$112.50

Acrylic/Nylon/Poly

0.75

$50.00

$37.50

2

$18.00

$36.00

LINING

FP26405C 53”

Polyester

TOTAL MATERIAL COST 2. TRIMMINGS

$186.00 QUANT.

PRICE

AMOUNT

BUTTONS

4209 36L/23MM Horn BELTS LABELS FUSING INTERFACING

FP8435 62”

Osnaburg (Cott./Poly) .4 yd

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING

TOTAL LABOR COST

3. TOTAL COST

6

$2.25

$13.50

11 11

$0.10 $0.05

$1.10 $0.55

$7.00

$2.80

$17.95 AMOUNT $13.75 $26.40 $6.60 $8.25 $4.40

$59.40

$263.35

DETAILS: Concealed 4-button closure 2 buttons to inner left side 4-paneled front w/contrast outer panels Center-back seam 2 single-welt pockets Funnel collar with contrast front & button closure Hits at hips

18

COST DEVELOPMENT DATE: _________ NAME:

October 5, 2012 _________ Damavand Topcoat

STYLE #:

3C432113

SEASON:

Fall

DESCRIPTION: : SIZE RANGE:

Topcoat: Concealed closure, mid-length

WHOLESALE PRICE:

XS-XL

RETAIL PRICE:

1.

COLORS: Black/Umber

MATERIAL

FW25499C 64” FW23958C 60”

YARDS

PRICE

$783.40 $1,595.00

AMOUNT

Cashmere

2.25

$80.00

$180.00

Cashmere (contrast)

0.75

$90.00

$67.50

3

$18.00

$54.00

LINING

FP26405C 53”

Polyester

TOTAL MATERIAL COST 2. TRIMMINGS

$301.50 QUANT.

PRICE

AMOUNT

BUTTONS

4209 36L/23MM Horn BELTS LABELS FUSING INTERFACING

FP8435 62”

Osnaburg (Cott./Poly) 0.7 yd

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING

TOTAL LABOR COST

3. TOTAL COST DETAILS: Concealed 6-button closure 3 buttons to inner left side 4-paneled front w/1 concealed center panel Contrast center-front panel Center-back seam 2 inseam pockets at waist Funnel collar with button closure Hits at mid thigh

10

$2.25

$22.50

10 10

$0.10 $0.05

$1.00 $0.50

$7.00

$4.90

$28.90 AMOUNT $15.00 $28.00 $6.80 $7.50 $4.00

$61.30

$391.70 MATERIAL SWATCH

19

COST DEVELOPMENT DATE: _________ NAME:

October 5, 2012 _________ Gotland Topcoat

STYLE #:

3C433113

SEASON:

Fall

DESCRIPTION: : SIZE RANGE:

Topcoat: Concealed closure, long

WHOLESALE PRICE:

XS-XL

RETAIL PRICE:

1.

MATERIAL

FW25371C 58” FW25465C 62”

COLORS: Black/Cream YARDS

PRICE

$941.80 $1,895.00

AMOUNT

Cashmere

2.75

$80.00

$220.00

Cashmere

1.25

$70.00

$87.50

4

$18.00

$72.00

INTERFACING ( LINING )

FP26405C 53”

Polyester

TOTAL MATERIAL COST 2. TRIMMINGS

$379.50 QUANT.

PRICE

AMOUNT

BUTTONS

4209 36L/23MM Horn BELTS LABELS FUSING INTERFACING

FP8435 62”

11

$2.25

$27.50

9 9

$0.10 $0.05

$0.90 $0.45

Osnaburg (Cott./Poly)

TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING

TOTAL LABOR COST

3. TOTAL COST REMARKS: Concealed 7-button closure 4 buttons to inner left side 3-paneled front w/contrast center panel Dart to right panel 2 inseam pockets Topstitch detailing to sleeves and hem Funnel collar w/contrast front & button closure

$28.85 AMOUNT $15.75 $29.25 $7.20 $6.75 $3.60

$62.55

$470.90 MATERIAL SWATCH

20

Selling Concepts Appeal !

Our customer is looking for a finishing touch to their wardrobe. They, along with us, believe that the coat is one of the most important parts of a look, not only because it is the first garment seen before all others, but because a piece of outerwear also gives protection from the elements. We believe that every man needs the correct piece of seasonal outerwear that not only protects, but stuns an audience and our fall line is dedicated to protecting our customer from the cold weather seasons.

Distinctive Characteristics !

The line stands out with its use of print and contrasting colors which are not usually seen in outerwear, especially for the age range of our target customer. Each piece has a simplicity to it and plays towards the classics which is very important to our success in the industry. Our use of design details give our customer exactly what they’re looking for while also allowing us to stay true to our own design aesthetic.

Geographic Location !

Our fall line would be located inside Bergdorf Goodman in Manhattan New York’s Midtown neighborhood. This location would give our customer easy access to our merchandise and the fact that it is exclusively sold at Bergdorf’s would automatically set a high standard among competitors because they only sell top of the line, high end merchandise.

21

Selling Period Introductory Phase • The classic trench coats would be at the front of the store to draw people in. Since this is a new brand, we feel that we need to first attract the customer with something they already know -- a trench coat is a must have item for fall. After luring them in, we plan to push the more “edgy” pieces like the Gunnbjørn Topcoat with it’s funnel collar and printed contrast paneling to send the message that we do have classic pieces, but that is not all that we are limited to. Also, the reason for putting a heavier coat up front is to enforce that the cold weather is coming quickly so it’s best to get your winter coats ahead of time.

Maintenance Phase • The entrance will feature more of a fall look with the shorter pieces up front. We feel that by this point, the customer will be looking for something they could basically wear out of the store as the weather gets cooler. Around this time when the weather is constantly changing, more and more people will be looking for pieces to accommodate that. They’ll want something that will keep them warm in the morning, but isn’t too long because the afternoon weather may be drastically warmer. The reason for the Gotland Topcoat in the center is still to push the customer to get their winter coats early. Also, the long winter coats are our most expensive piece and we always want to have some of our priciest, most favored pieces displayed out in the open, rather than in the back of the store.

Closing Out Phase (Clearance) • We’ve kept a very clean layout with very specific groupings of the merchandise. All merchandise that comes in multiple colors are displayed in a linear fashion moving deep into the store. The merchandise alternates from a long length to a short length, keeping things visually symmetrical on that side of the store. All single-colored merchandise is displayed on a new, curved fixture to also attract attention to those pieces. On this fixture the pieced move from light to dark with the colors moving from sand, to brown, to black. The length partially alternate with two short pieces being in front, moving to long, short, and ending in a mid length piece. This, in a way replicates the other side of the store and helps keep things cohesive.

22

FASHION MERCHANDISING PLANNING CALENDAR SEASON/YEAR:

MONTH STEP 1

STEP 2

STEP 3

STEP 4

STEP 5

STEP 6

STEP 7

STEP 8

STEP 9

STEP 10

STEP 11

STEP 12

October Research market, packaging & scents

November

Fall 2013

December

January

IN-STORE DELIVERY:

February

March

April

May

Jul 30, 2013

June

July

August

September

Begin to design & sketch Swatch & begin to make samples Early production, retail orders placed Major production begins Major production continued…

Major production… in-store promotions Shipping period, in-store promotions Shipping period, in-store promotions Shipping continued…

Store set up

Track retail selling, plan for next season

23

24

25

26

27

KEY CODE SHEET FIXTURE

A1

A2

A3

B1

B2

B3

C1

C2

STYLE # 3C313416 3C313417 3C313418 3C313419 3C313410 3C313416 3C313417 3C313418 3C313419 3C313410 3C431231 3C431232 3C431233 3C431234 3C431235 3C431231 3C431232 3C431233 3C431234 3C431235 3C433115 3C433115 3C433115 3C433115 3C433115 3C433115 3C433115 3C433115 3C433115 3C433115 3C333136 3C333137 3C333138 3C333139 3C333130 3C221116 3C221117 3C221118 3C221119 3C221110 3C111821 3C111822 3C111823 3C111824 3C111825 3C222456 3C222457 3C222458 3C222459 3C222450 3C131346 3C131347 3C131348 3C131349 3C131340 3C222456 3C222457 3C222458 3C222459 3C222450 3C432111 3C432112 3C432113 3C432114 3C432115 3C121236 3C121237 3C121238 3C121239 3C121230 3C121136 3C121137 3C121138 3C121139 3C121130

DESCRIPTION

# OF UNITS 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 150

Everest (Cream)

Everest (Umber)

Gunnbjørn (Umber)

Gunnbjørn (Black)

Gotland (Black)

Gotland (Cream)

Pirin (Black)

Lindbjerg (Black)

Wilhelm (Sand)

Halland (Cream)

Forbes (Brown)

Halland (Black)

Damavand (Black)

Igman (Black)

Igman (Umber)

GRAND TOTAL

28

KEY CODE SHEET FIXTURE

A1

A2

A3

A4

B1

B2

C1

C2

STYLE # 3C111821 3C111822 3C111823 3C111824 3C111825 3C432111 3C432112 3C432113 3C432114 3C432115 3C131346 3C131347 3C131348 3C131349 3C131340 3C221116 3C221117 3C221118 3C221119 3C221110 3C433115 3C433115 3C433115 3C433115 3C433115 3C433115 3C433115 3C433115 3C433115 3C433115 3C222456 3C222457 3C222458 3C222459 3C222450 3C222456 3C222457 3C222458 3C222459 3C222450 3C333136 3C333137 3C333138 3C333139 3C333130 3C431231 3C431232 3C431233 3C431234 3C431235 3C431231 3C431232 3C431233 3C431234 3C431235 3C313416 3C313417 3C313418 3C313419 3C313410 3C121236 3C121237 3C121238 3C121239 3C121230 3C313416 3C313417 3C313418 3C313419 3C313410 3C121136 3C121137 3C121138 3C121139 3C121130

DESCRIPTION

# OF UNITS 1 1 1 2 1 1 1 1 2 1 1 1 1 1 2 1 2 1 1 1 1 2 1 2 1 1 1 1 1 1 1 2 2 1 1 1 1 1 1 1 1 1 1 1 2 1 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 1 1 1 2 2 2 1 1 1 90

Wilhelm (Sand)

Damavand (Black)

Forbes (Brown)

Lindbjerg (Black)

Gotland (Cream)

Gotland (Black)

Halland (Black)

Halland (Cream)

Pirin (Black)

Gunnbjørn (Umber)

Gunnbjørn (Black)

Everest (Cream)

Igman (Black)

Everest (Umber)

Igman (Umber)

GRAND TOTAL

29

KEY CODE SHEET FIXTURE

A1

A2

A3

A4

A5

B1

STYLE # 3C433112 3C433114 3C433111 3C433113 3C433115 3C431231 3C431234 3C431235 3C431232 3C431233 3C222457 3C222458 3C222456 3C222459 3C222450 3C121236 3C121237 3C121138 3C121139 3C121130 3C313417 3C313418 3C313419 3C313416 3C313410 3C111822 3C111824 3C111825 3C432111 3C432114 3C432115 3C333136 3C333137 3C333130 3C131346 3C131347 3C131340 3C221117 3C221119 3C221110

DESCRIPTION

# OF UNITS 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 40

Gotland (Black) Gotland (Cream)

Gunnbjørn (Umber) Gunnbjørn (Black) Halland (Cream) Halland (Black) Igman (Black) Igman (Umber)

Everest (Umber) Everest (Cream) Wilhelm (Sand)

Damavand (Black)

Pirin (Black)

Forbes (Brown)

Lindbjerg (Black) GRAND TOTAL

30

UNIT DISTRIBUTION PLAN VENDOR NAME

BEGIN SHIP

COMPLETE

LABEL

SEASON

Sted

May

July

Sted

Fall 2013

X

STYLE # 3C111821 3C111822 3C111823 3C111824 3C111825 3C121236 3C121237 3C121238 3C121239 3C121230 3C121136 3C121137 3C121138 3C121139 3C121130 3C131346 3C131347 3C131348 3C131349 3C131340 3C221116 3C221117 3C221118 3C221119 3C221110 3C222456 3C222457 3C222458 3C222459 3C222450 3C222456 3C222457 3C222458 3C222459 3C222450 3C313416 3C313417 3C313418 3C313419 3C313410 3C313416 3C313417 3C313418 3C313419 3C313410 3C333136 3C333137 3C333138 3C333139 3C333130 3C431231 3C431232 3C431233 3C431234 3C431235 3C431231 3C431232 3C431233 3C431234 3C431235 3C432111 3C432112 3C432113 3C432114 3C432115 3C433111 3C433112 3C433113 3C433114 3C433115 3C433111 3C433112 3C433113 3C433114 3C433115

NEW ORDER

DESCRIPTION Wilhelm Jacket Wilhelm Jacket Wilhelm Jacket Wilhelm Jacket Wilhelm Jacket Igman Jacket Igman Jacket Igman Jacket Igman Jacket Igman Jacket Igman Jacket Igman Jacket Igman Jacket Igman Jacket Igman Jacket Forbes Jacket Forbes Jacket Forbes Jacket Forbes Jacket Forbes Jacket Lindbjerg Pea Coat Lindbjerg Pea Coat Lindbjerg Pea Coat Lindbjerg Pea Coat Lindbjerg Pea Coat Halland Pea Coat Halland Pea Coat Halland Pea Coat Halland Pea Coat Halland Pea Coat Halland Pea Coat Halland Pea Coat Halland Pea Coat Halland Pea Coat Halland Pea Coat Everest Trench Coat Everest Trench Coat Everest Trench Coat Everest Trench Coat Everest Trench Coat Everest Trench Coat Everest Trench Coat Everest Trench Coat Everest Trench Coat Everest Trench Coat Pirin Trench Coat Pirin Trench Coat Pirin Trench Coat Pirin Trench Coat Pirin Trench Coat Gunnbjørn Topcoat Gunnbjørn Topcoat Gunnbjørn Topcoat Gunnbjørn Topcoat Gunnbjørn Topcoat Gunnbjørn Topcoat Gunnbjørn Topcoat Gunnbjørn Topcoat Gunnbjørn Topcoat Gunnbjørn Topcoat Damavand Topcoat Damavand Topcoat Damavand Topcoat Damavand Topcoat Damavand Topcoat Gotland Topcoat Gotland Topcoat Gotland Topcoat Gotland Topcoat Gotland Topcoat Gotland Topcoat Gotland Topcoat Gotland Topcoat Gotland Topcoat Gotland Topcoat GRAND TOTAL

SHIPPED:

COLOR Sand Sand Sand Sand Sand Black Black Black Black Black Umber Umber Umber Umber Umber Brown Brown Brown Brown Brown Black Black Black Black Black Cream Cream Cream Cream Cream Black Black Black Black Black Cream Cream Cream Cream Cream Umber Umber Umber Umber Umber Black Black Black Black Black Umber Umber Umber Umber Umber Black Black Black Black Black Black Black Black Black Black Black Black Black Black Black Cream Cream Cream Cream Cream

XS 2

S

SIZE M

L

XL

2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

TOTAL UNITS 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 150

X

WHOLESALE $493.40 $493.40 $493.40 $493.40 $493.40 $557.60 $557.60 $557.60 $557.60 $557.60 $557.60 $557.60 $557.60 $557.60 $557.60 $411.90 $411.90 $411.90 $411.90 $411.90 $572.65 $572.65 $572.65 $572.65 $572.65 $687.02 $687.02 $687.02 $687.02 $687.02 $687.02 $687.02 $687.02 $687.02 $687.02 $876.60 $876.60 $876.60 $876.60 $876.60 $876.60 $876.60 $876.60 $876.60 $876.60 $781.70 $781.70 $781.70 $781.70 $781.70 $526.70 $526.70 $526.70 $526.70 $526.70 $526.70 $526.70 $526.70 $526.70 $526.70 $783.40 $783.40 $783.40 $783.40 $783.40 $941.80 $941.80 $941.80 $941.80 $941.80 $941.80 $941.80 $941.80 $941.80 $941.80

ORDINARY

RETAIL TOTAL WHOLESALE TOTAL RETAIL $995.00 $986.80 $1,990.00 $995.00 $986.80 $1,990.00 $995.00 $986.80 $1,990.00 $995.00 $986.80 $1,990.00 $995.00 $986.80 $1,990.00 $1,145.00 $1,115.20 $2,290.00 $1,145.00 $1,115.20 $2,290.00 $1,145.00 $1,115.20 $2,290.00 $1,145.00 $1,115.20 $2,290.00 $1,145.00 $1,115.20 $2,290.00 $1,145.00 $1,115.20 $2,290.00 $1,145.00 $1,115.20 $2,290.00 $1,145.00 $1,115.20 $2,290.00 $1,145.00 $1,115.20 $2,290.00 $1,145.00 $0.00 $2,290.00 $845.00 $1,145.30 $2,390.00 $845.00 $823.80 $1,690.00 $845.00 $823.80 $1,690.00 $845.00 $823.80 $1,690.00 $845.00 $823.80 $1,690.00 $1,195.00 $1,374.04 $2,790.00 $1,195.00 $1,145.30 $2,390.00 $1,195.00 $1,145.30 $2,390.00 $1,195.00 $1,145.30 $2,390.00 $1,195.00 $1,145.30 $2,390.00 $1,395.00 $1,753.20 $3,590.00 $1,395.00 $1,374.04 $2,790.00 $1,395.00 $1,374.04 $2,790.00 $1,395.00 $1,374.04 $2,790.00 $1,395.00 $1,374.04 $2,790.00 $1,395.00 $1,374.04 $2,790.00 $1,395.00 $1,374.04 $2,790.00 $1,395.00 $1,374.04 $2,790.00 $1,395.00 $1,374.04 $2,790.00 $1,395.00 $1,374.04 $2,790.00 $1,795.00 $1,563.40 $3,190.00 $1,795.00 $1,753.20 $3,590.00 $1,795.00 $1,753.20 $3,590.00 $1,795.00 $1,753.20 $3,590.00 $1,795.00 $1,753.20 $3,590.00 $1,795.00 $1,753.20 $3,590.00 $1,795.00 $1,753.20 $3,590.00 $1,795.00 $1,753.20 $3,590.00 $1,795.00 $1,753.20 $3,590.00 $1,795.00 $1,753.20 $3,590.00 $1,595.00 $1,053.40 $2,190.00 $1,595.00 $1,563.40 $3,190.00 $1,595.00 $1,563.40 $3,190.00 $1,595.00 $1,563.40 $3,190.00 $1,595.00 $1,563.40 $3,190.00 $1,095.00 $1,566.80 $3,190.00 $1,095.00 $1,053.40 $2,190.00 $1,095.00 $1,053.40 $2,190.00 $1,095.00 $1,053.40 $2,190.00 $1,095.00 $1,053.40 $2,190.00 $1,095.00 $1,053.40 $2,190.00 $1,095.00 $1,053.40 $2,190.00 $1,095.00 $1,053.40 $2,190.00 $1,095.00 $1,053.40 $2,190.00 $1,095.00 $1,053.40 $2,190.00 $1,595.00 $1,566.80 $3,190.00 $1,595.00 $1,566.80 $3,190.00 $1,595.00 $1,566.80 $3,190.00 $1,595.00 $1,566.80 $3,190.00 $1,595.00 $1,566.80 $3,190.00 $1,895.00 $1,883.60 $3,790.00 $1,895.00 $1,883.60 $3,790.00 $1,895.00 $1,883.60 $3,790.00 $1,895.00 $1,883.60 $3,790.00 $1,895.00 $1,883.60 $3,790.00 $1,895.00 $1,883.60 $3,790.00 $1,895.00 $1,883.60 $3,790.00 $1,895.00 $1,883.60 $3,790.00 $1,895.00 $1,883.60 $3,790.00 $1,895.00 $1,883.60 $3,790.00 $101,852.70 $210,250.00

31

INVOICE Date Jul 15, 2013 Bill To: Bergdorf Goodman 754 5th Ave. New York, NY 10019

P.O. Number 46598 Quantity 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10

Terms 3/10, n/30 Stye # 3C111823 3C121238 3C121138 3C131348 3C221118 3C222458 3C222458 3C313418 3C313418 3C333138 3C431233 3C431233 3C432113 3C433113 3C433113

Grand Total

Invoice # 13045

Ship To: Bergdorf Goodman 754 5th Ave. New York, NY 10019

Rep Kyle Hart 30412

Ship Jul 15, 2012 Description

Wilhelm Jacket Igman Jacket (Black) Igman Jacket (Umber) Forbes Jacket Lindbjerg Pea Coat Halland Pea Coat (Cream) Halland Pea Coat (Black) Everest Trench Coat (Cream) Everest Trench Coat (Umber) Pirin Trench Coat Gunnbjørn Topcoat (Umber) Gunnbjørn Topcoat (Black) Damavand Topcoat Gotland Topcoat (Black) Gotland Topcoat (Cream)

Via Truck

F.O.B. Factory Price Each $493.40 $557.60 $557.60 $411.90 $572.65 $687.02 $687.02 $876.60 $876.60 $781.70 $526.70 $526.70 $783.40 $941.80 $941.80

Label/ Brand Sted Total Amount $4,934.00 $5,576.00 $5,576.00 $4,119.00 $5,726.50 $6,870.20 $6,870.20 $8,766.00 $8,766.00 $7,817.00 $5,267.00 $5,267.00 $7,834.00 $9,418.00 $9,418.00 $102,224.90

32

SWOT Analysis S • Pricing is generally lower than most of Bergdorf’s designer lines • The line stays right on trend for the fall 2013 season • The line uses prints and colors in a way that competitors usually don’t use them W • My sizes go up to XL. Some competitive lines go up to to XXL • The line may not appeal to the general customer looking for the classic piece • The line only includes coats, limiting the success to 1 type of garment O • The line will appeal to a slightly edgier Bergdorf customer as well as the classic ones • Customers can find a large variety of outerwear under one brand • The nation is coming out of a recession T • Prints & colors used may not be in style season after season, so customers who are looking for a style that will last may not buy • Customers may already be brand loyal, especially with competitive lines being well known designer lines.

• Prints and colors used may not appeal to the Bergdorf customer

33

MARKETING PLAN OVERVIEW OBJECTIVE (WHAT STRATEGY (WHAT DO YOU WISH TO DO YOU PLAN TO ACHIEVE) DO)

TACTIC (HOW WILL YOU DO IT)

1

Editor Preview

Host a preview for - Use own studio space editors/press to see - Serve alcohol the line before the - Showcasing the line launch. on models rather than mannequins

Send an E-Blast to - Have an ad people on Bergdorf’s photoshoot mailing list - Send to Bergdorf advertising the line. customer to reach the target market directly

$ BUDGET

$7,213

2

E-Blast

3

Fashion TV Interview Have an interview - Use own studio space with FashionTV for - Have the video their YouTube page. uploaded to FTV’s channel for viewers

$0

Social Media Promo

$0

4

Advertise via - Contest: “Like us for a Facebook & Twitter chance to win a $500 so even though gift card good for any people who can’t Sted merchandise.” buy will also be - “Follow us to get reached, they will submerged into the still promote the line Sted world.” by “liking” & tweeting about it.

$3,300

COMPLETION DATE EVALUATION METHOD

Sunday July 21, 2013

- Guest List - Checking publications for stories about the line

Tuesday July 23, 2013

- Use a tracking program to count the number of clicks the ad gets.

- Sunday July 14, 2013

- Check YouTube analytics to see demographics of viewers, “likes”, etc.

- Facebook: Saturday - Check number of June 1, 2013 - Monday “likes” on Fbook and July 15, 2013 followers on Twitter as well as posts, retweets, - Twitter: Tuesday etc. about the brand.

January 1, 2013 Future

34

Budget Total Sales Budget for Events

Event 1 (Editor Preview)

$210,250 $10,513

Cost

Own Studio Space 10 Male Models (New Faces Board) Hair/Makeup Stylist Refreshments & Food

$0 $4,000 $1,000 $2,000 $213

Event Total

$7,213

Event 2 (E-Blast) Photographer 2 Male Models (New Faces Board) Hair/Makeup Stylist

Cost

Event 3 (Fashion TV Interview)

Cost

Event 4 (Social Media Promo)

Cost

Grand Total

$1,000 Own Space $800 $500 $1,000

$0 Company Facebook/Twitter Accounts Photos from E-Blast Photoshoot

$0 $0

$3,300

$0

$0

$10,513

35

Event Timeline Event 1: Editor Preview

Event 2: E-Blast

Monday, July 1 • Book stylist • Book hair/makeup

Friday, July 5 • Book Models • Book photographer

Friday, July 5 • Book models

Tuesday, July 9 • Photo shoot

Monday, July 8 • First model fitting

Sunday, July 14 • First revision

Tuesday, July 9 • Alterations

Saturday, July 20 • Final revision

Sunday, July 14 • Book caterer

Tuesday, July 23 • The e-blast goes out

Monday, July 15 • Final fitting • Styling Preview Friday, July 19 • Finalize styling Sunday, July 21 • Editor Preview

36

Event Timeline Event 3: Fashion TV Interview

Event 4: Social Media Promo

Monday, July 8 • The interview is shot

Tuesday, January 1 • Twitter account is made and brand related tweets are made weekly

Sunday, July 14 • The interview is posted to YouTube

Monday, July 1 • Facebook account is made and brand related posts are made weekly • Facebook contest begins Monday, July 15 • The Facebook contest ends Wednesday, July 17 • Winner is picked, notified and arrangements are made to send the gift card • Facebook posts continues along with Twitter posts

37

Sted News Release Contact: Sted Public Relations and Communications! ! ! ! ! ! pr@sted.com! !

!

Tel: 212-342-7997 Fax: 212-344-4983

For Immediate Release Tuesday, July 30, 2013 Bergdorf Goodman Introduces New Menswear Brand Sted !

Esteemed luxury clothing retailer, Bergdorf Goodman is proud to bring in

designer menswear label, Sted into their Manhattan location. The outerwear collection, entitled “Something from Somewhere” showcases beautiful earth tones, structured seaming, and luxurious cashmeres. !

Bergdorf’s Midtown store located at 754 5th Ave. 10019 will be a buzz with

customers, editors, and the head buyer for the company, Linda Fargo. Doors are open during regular store hours (10am-9pm) for everyone to get a chance to get in on seeing and buying the merchandise. Inspired by the video for “Springed Dodge” by Principles of Geometry, the line uses bold neutrals, clean lines and subtle differences in texture to portray a story of trying to find grace in a place where there only seems to be disturbance. !

“We are more than ecstatic about the new line,” says Fargo. “It’ll give our

customer a different take on the modern classic piece of outerwear. Each piece makes a grand statement without being too loud and flashy.” The collection won’t be in stores for long due to the already high amount of anticipation. Bergdorf Goodman urges customers to get their ‘Stedwear’ now.

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Designer Biography !

Kyle Hart is a student studying Fashion Business at Columbia College Chicago.

Throughout his time there, he has gained much knowledge of the fashion industry in many different areas such as fashion show production, illustration, design, and visual merchandising. He believes that to understand one aspect of the industry, you need to understand many and be aware of how they intertwine and rely on one another to create the multi-billion dollar industry that it is. Hart feels strongly that as a designer, it is important to understand how to market not only your brand and the clothing, but yourself as a creator, thinker, and conceptual human being. !

Hart’s main focus is womenswear, but has decided branch out into menswear to

bring a new look to the industry. He feels that his simplistic, yet elegant and sophisticated design style will translate well in the high-end menswear market. He likes to focus on the little details like a print, seaming, or a specific color that represent the many places, objects and people that inspire him. Hart feels that in today’s world, as people come together as a society, so should the way we dress and represent ourselves. “An initially Asian inspired collection doesn’t have to include only Eastern forms of clothing, but can include Western forms as well, or even details that come from many other continents as long as it’s done right. For instance, using a print that represents Japanese cherry blossoms, but in a fit or cut that representative of the clothing worn during the Cold War.” !

It’s this type of juxtaposition that drives Harts designs. Hart feels that it’s

important to mix and match styles of clothing just we mix and match everything else in our culture.

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Wilhelm Jacket Single-breasted jacket with horn buttons and a contrast shawl collar.

Style #3C111523 $995 Color: Sand

Forbes Jacket Lightweight fall jacket with zip closure, contrast panels and a ribbed collar.

Style #3C131349 $845 Colors: Brown

Igman Jacket Double-breasted jacket with horn buttons and a contrast shawl collar.

Style #3C121139 $1145

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Lindbjerg Pea Coat Double-breasted, short pea coat with leather detailing and a contrast ribbed collar with an added zip closure.

Style #3C221119 $1195 Colors: Black

Halland Pea Coat Double Breasted, mid-length pea coat with a leather button closure, contrast center panels and stylized lapels.

Style #3C222459 $1395 Colors: Cream, Black

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Everest Trench Single-breasted belted trench coat with a contrast trim, horn buttons and sing-button straps to sleeves.

Style #3C313419 $1795 Colors: Cream, Umber

Pirin Trench Single-breasted trench coat with belted waist, contrast center panels and a concealed button closure.

Style #3C333139

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Gunnbjørn Topcoat Short Topcoat with contrast panels, concealed horn button closure and funnel collar.

Style #3C431233 $1095 Colors: Umber, Black

Gotland Topcoat Full length topcoat with contrast center panel and funnel collar in a tailored fit.

Style #3C433113 $1895 Colors: Black, Cream Damavand Topcoat Mid-length, topcoat with concealed horn button closure, contrast center panel in a tailored fit.

Style #3C432113 $1595

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SOURCES Nowness • Principles of Geometry http://www.nowness.com/day/2012/9/23/2451/principles-of-geometry The Everywhereist • “15 Things I Didn’t Know When I Started Dating An Entrepreneur” http://www.everywhereist.com/15-things-i-didnt-know-when-i-started-dating-anentrepreneur/ WGSN http://www.wgsn.com Inc.com • “Who is an Entrepreneur Now?” http://www.inc.com/john-mcdermott/entrepreneur-demographics-whos-an-entrepreneurnow.html Blog.Gist • “Do Entrepreneurs Need to Go to College? [INFOGRAPHIC]” http://blog.gist.com/2011/11/03/do-entrepreneurs-need-to-go-to-college-infographic/ Homes Point 2 • Upper East Side Zip Code Demographics http://homes.point2.com/Neighborhood/US/New-York/New-York-City/Manhattan/UpperEast-Side-Demographics.aspx Prizm • Zip Code Demographics http://www.claritas.com/MyBestSegments/Default.jsp

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